“brand preference of mobile phones among kalyani’s college students”

8/6/2019 “Brand Preference of Mobile Phones among KALYANI’S College Students”

http://slidepdf.com/reader/full/brand-preference-of-mobile-phones-among-kalyanis-college-students 1/15

³BRAND PREFERENCE OF MOBILE PHONES

AMONG KALYANI¶S COLLEGE STUDENTS´

Submitted By

SHUBHAJIT NANDIRoll. 99/MBA NO: 090140

UNIVERSITY OF KALYANI.

ON



Objective of the study.

Major players in Mobile industry.

Research Methodology.

Data Analysis and Interpretation.

Findings.

Recommendation.

Limitation.

Table of Contents



OBJECTIVES OF THE STUDY

To study the perception & buying behavior of students towards various mobile brands.

To know about the student preference level

associated with different mobile phones.Major features, which a customer looks for in

a mobile before making a purchase.

Factors that influence decision-making in purchasing a mobile phone.

Factors, which help in increasing the sale of mobile phones.



MAJOR PLAYERS IN MOBILE INDUSTRY

Nokia

Motorola

Samsung

LG

Sony Ericsson



R ESEARCH METHODOLOGY

Sample Size ²250 respondents

Sample Unit- Students of Graduation and the Post

Graduation have been taken as sample unit.

Sampling Area ± K alyani. (University, Hostel, ITI

College, JIS college)

DATA COLLECTION:Primary data : QUESTIONNAIRE

Secondary data : C ATALOGUE & INTERNET



S.NO Name of the Mobile

Phones

Number of the

Respondents

Percentage of

Respondents

1 Nokia 92 36.8

2 Samsung 83 33.3

3 Sony Ericson 11 4.4

4 LG 27 10.8

5 Motorola 19 7.6

6 Others 18 7.1

Total 250 100.0

0

10

20

30

40

50

60

70

80

90

100

Nokia Samsung Sony Ericson LG Motorola Others

Number of the Respondents

Percentage of Respondents

Which mobile phone you are using?



How long you are using the mobile phones?

S.NO Time Period of using the

mobile phones

Number of the

Respondents

Percentage of

Respondents

1 Less than 1 year 48 19.2

2 1-2 years 75 30

3 2-4 years 56 22.4

4 Above 4 years 71 28.4

Total 250 100.0

Number of the Respondents on the basis of usage time period

0

10

20

30

40

50

60

70

80

Less than 1

year

1-2 year 2-4year Above 4 year


Percentage of the Respondents



How often do you change your mobile phone?

S.NO Frequency of changing the

mobile phones

Number of the

Respondents

Percentage of

Respondents

1 Less than 1 year 59 23.6

2 1-2 years 88 35.2

3 2-4 years 43 17.4

4 Above 4 years 60 24

Total 250 100.0

Number of the Respondents on the basis of frequency of

changing the mobile phones

0102030405060708090

100

Less than 1

year

1-2 year 2-4year Above 4 year


Percentage of the Respondents



Which Source helped you during

buying your current mobile phone?

S.NO Source Number of the

Respondents

Percentage of

Respondents

1 Advertisement 85 34

2 Friends 103 41.2

3 Relatives 33 13.2

4 Retailer/Dealer 29 11.6

Total 250 100.0

0

20

40

60

80

100

120

Advertisement Friends Relatives Retailer/Dealer


Percentage of Respondents



FINDINGS Nokia is the most favorite brand of the college student.

Samsung is not very far behind Nokia.Due to introduction of latest design phone with latest technology it has a great chance to be the market leader.

35% student change their mobile phones within 1to2 years .

30% students are using the mobile phones since last 1 to 2 years.

51% students are ready to pay f or a mobile phone less than 10,000and they spend according to their family income.

49% students like the Nokia advertisement most.



A lmost all students are aware about the GPRS, Blootooth and

MMS service but least students are aware about the 3G f unction.

Most favorite brand among the college students is Nokia and

the least favorite brand is LG.

A ppearance, Price, Brand Image and advertisement are the

important factors f or the students while purchasing mobile

phones.

Mostly students pref er slim, medium in weight and large in

size handset

Mostly students see advertisement on television

Mostly students have the hanging and service problem with

the Nokia.

Most students purchase their mobile phone after consulting

with friends.



RECOMMENDATIONS

Nokia should provide better service and try to

solve the hanging problem.

Samsung has a great scope to be market leader.

Samsung should use this scope by improving

their service and reducing the price of theirmobile.

Cellular companies should increase the

awareness about the 3G service.

LG and Samsung should try to expand itsmarket share and also should try to increase the

awareness through the television advertisement.



LIMIT A TIONS A small sample size of 250 students is taken, so we

cannot draw inferences about the population from thissample size.

Time period is short and resource constraints.

The scope of the project is limited to a small city of Kalyani. So, we cannot say that the same response willexist throughout India.

This study is based on the prevailing student·ssatisfaction. But the student·s satisfaction may changeaccording to time ,fashion, technology & development.

“brand preference of mobile phones among kalyani’s college students”

Documents